TV MARKETS

Metro markets include Sydney, Melbourne, Brisbane, Adelaide and Perth with Seven, Nine and Ten operating in the regions so individual spots need to be booked for each market. National operators include SBS and PayTV so one booking will be televised across all markets.

ABC is also national but is non commercial. Regional markets operate in all other areas where in most cases the Networks include Seven, Nine and Ten and the majority of programming and scheduling replicates what is televised in the metro markets. Some smaller markets have only one or two stations and these stations telecast a mix of programs from each of the main Networks.

ZONES / DAYPART

• Peak Sun – Sat 1800 – 2230
• Off Peak Areas Anytime outside of Peak Including the following
• Women’s daytime Mon – Fri 1000 – 1600
• Fringe Mon – Fri 1700 – 1800
• Late Night Sun-Sat 2230 – 2400
• Morning Mon – Fri 0700 – 0900
• Weekend afternoon Sun / Sat 1200 1800

TV COMMERCIAL LENGTHS

15 seconds,30 seconds, 45 seconds, 60 seconds, 90 second.

OTHER OPTIONS

‘Pull throughs’, which are generally seen on live sport where a message is scrawled across the bottom of the screen. ‘Advertorials’ where a product / service is talked about during the programme. ‘In program’ where a product is placed within the program.

TV RATES

Generally an agency / client rate arrangement is negotiated at the beginning of the year.

Individual markets are bought with some opportunities to buy a spot on a network basis, such as a special event, eg. Olympics.

Rates are set for 30 second commercial spots with a 15 second spot generally costing 60% of a 30 second, 45 second at 150% of a 30 second and 60 second at 200% of a 30 second rate.

Every program has a specific cost (as negotiated by the agency) and the costs are higher in the peak zones and for the more popular shows. Rates also increase during the winter months when audiences are higher and at the end of the year in the lead up to Xmas when demand is higher.

TV PROGRAMMING

Program formats are generally released at the beginning and middle of the year to agencies as a guide to what programs they will be running during the year, however specific days and times lots are not released until around 2-3 weeks prior to on air date.

TV BUYING CONSIDERATIONS

Specific Programs are bought considering their rating performance against the target market of the campaign, the cost and efficiency of reaching this market and environmental compatibility to the advertising message / brand / product.

Activity is bought by specifying the commercial length required, program name and timeslot, specific week, specific day and the applicable rate.

Evaluation comparison

Program     Rate           Audience (000s)    Cost per Thousand (CPM)

    ‘A’         $8,900                   25                           $356

    ‘B’         $10,150                 32                           $317

   ‘C’          $4,200                   16                           $262

*Program C is the cheapest and most cost efficient (see CPM) but Program B has the highest overall reach The Agency will need to decide what is most important –efficiency or reach.